Conceptualizing Branding and Visual Design for A Juice Company

Conceptualizing Branding and Visual Design for A Juice Company

I was tasked to build a style guide and landing page for a juice subscription concept. The company, Good Juju, is trying to break through the competitive CBD-infused beverage space. Wanting to market to health and sustainability advocates, the brand is establishing itself as a trusted source for juice as a supplement to one's diet.

Good Juju

Branding
Visual Design
User Interface Design

10-week student project

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cover-juju

I came up with keywords to guide my whole solutioning process: fresh, natural, handcrafted, farm-to-table, and warm, words that I wanted to evoke in the design for it to be successful.

I came up with keywords to guide my whole solutioning process: fresh, natural, handcrafted, farm-to-table, and warm, words that I wanted to evoke in the design for it to be successful.

pattern-green
pattern-colored
pattern-cream
green
gold
beige
orange
mint
sky

Illustrations by Anna Deegan

Natural, handcrafted, warm

After many iterations of mood boards, I ultimately went with a green and earthy color palette, inspired by as if one were in a local market picking produce. The colors speak to the audience's love for homey and familiar color palettes. Coustard, a round and chunky serif gives a professional and trustworthy yet friendly feel to the typography.

I consistently used hand-drawn illustrations and patterns all over the site to give quirkiness to the design. Since the product imagery do not depict ingredients well due to juice being in liquid form, the illustrations are a way to reinforce the natural ingredients into the customer's mind.

Heading 1

Coustard Normal

Heading 2

Coustard Normal

Heading 3

Lato Black

Paragraph

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc eget massa ligula. Nulla facilisi. Ut non convallis velit. Sed cursus ipsum et consectetur auctor. Donec luctus mi neque, eu pulvinar magna luctus a. Curabitur pellentesque orci ornare lacinia consequat. Quisque felis justo, congue at ornare sed, ultrices a nulla. Etiam mi ex, ultricies id semper nec, finibus non mi. In sit amet luctus ante. Quisque egestas semper quam. Nunc ornare luctus arcu at accumsan.

Lato Regular

Landing page design

I created desktop and mobile designs to show a cohesive implementation of the visual and branding elements. The fruit pattern broke up the monotony of the light background between sections. I avoided a stark white background to make page sections softer to the eyes. Different shades of beige delineated sections from each other but kept everything together.

For photography, I deliberately chose photos that had a lot of greenery and action—photos of local farmers and their product support the company's goal of showing that they are a sustainable brand.

Desktop
Mobile

Consistent and efficient elements

The gold button is consistent across the design as the main call-to-action. I minimized the use of this color elsewhere to focus it on crucial call-outs such as links to learn more and to start the onboarding process.

For space-saving on mobile, I opted for a horizontal scroll on sections that would traditionally be stacked to minimize scrolling. This worked well for displaying product SKUs without sacrificing image space.

Learnings and outcomes

Learnings and outcomes

Some feedback received from peers who reviewed the project:

  • "Simply so wonderful. Very inviting and great use of color, typography and icons. The pattern in the back is super successful."
  • "The patterns are great—you did an excellent job at recoloring them as a background pattern, pulling out full-color elements as illustrations, and recropping (such as in the “What’s Right For You Right Now?” section) so that it feels different every time. All great strategies for dealing with the limitations of found imagery."
  • "She was very thoughtful about creating and maintaining a warm look and feel throughout the page. The understated patterns in her layout and iconography integrated into her landing page very nicely."

This project was chosen to be featured on General Assembly's website.

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